The red lanterns on the street, the cured fish and bacon hanging on the windowsill, and the dazzling new year goods in the supermarket are telling you that the Lunar New Year is coming.
With the advocacy of “local new year”, the consumption mode of new year’s day has quietly changed.
online selection of new year goods has gradually become the mainstream
New year’s goods are the carrier of new year’s flavor, and the purchase of new year’s goods is an essential link for every family. With the vigorous development of online economy, online New Year’s festival has gradually entered the mainstream, and the size of gift box market is becoming larger and larger.
The reporter of Securities Daily came to large supermarkets and offline stores and found that Bestore Co.Ltd(603719) high appearance New Year gift box is particularly eye-catching, with full annual flavor from packaging to content. Tiktok is special purchases for the Spring Festival. Bestore Co.Ltd(603719) is also a platform for Tmall to join the world. It also works with Tmall and jitter to create online consumption and create IP for the annual festival. On tmall platform, Bestore Co.Ltd(603719) cooperated with Beijing Universal resort to launch the first tmall super brand day of leisure snacks in China this year. It is reported that Bestore Co.Ltd(603719) ranks first in the industry in terms of turnover in tmall food fresh food during the super brand date of 2022. The total daily sales of super products exceeded 80 million yuan, with a year-on-year increase of 94.1%.
According to cbndata consumption big data, the size of gift box market continues to grow, and the compound growth rate of online gift box from February 2020 to January 2021 alone will exceed 20%. At the same time, the new year’s festival is the peak consumption of snack gift boxes, in which fried nuts account for the highest proportion of snack gift boxes.
“Snacks are high-frequency, massive and close to just needed categories. If we deeply understand consumers and meet the five needs of delicious, safe, healthy, appearance and personality, we can make them a community or traffic entrance, and then become a platform level enterprise.” Yang yinfen, President of Bestore Co.Ltd(603719) said.
Cui Lili, executive director of E-commerce Research Institute of Shanghai University of Finance and economics, said in an interview with Securities Daily that the situation of epidemic prevention and control still cannot be relaxed. In this context, online shopping is still the first choice for consumers. In addition, due to restrictions on consumption such as going out to visit relatives and travel, some of this consumption demand is replaced by commodity consumption demand. Moreover, the new year goods Festival, which began in January this year, all localities and major platforms have launched various promotional activities with many discounts. In the future, the online Festival economy will become a normalized phenomenon.
prefabricated dishes for new year’s Eve dinner are popular
With the development of supply chain and logistics and the rise of housing economy, consumers’ acceptance of prefabricated dishes is becoming higher and higher. Prefabricated dishes for new year’s Eve dinner have also become the favor of consumers, especially young people who “celebrate the new year locally”.
The so-called prefabricated vegetables refer to the finished products or semi-finished products made of agricultural, livestock, poultry and aquatic products as raw materials and various auxiliary materials through pre-processing (such as cutting, stirring, pickling, rolling, forming and seasoning). Consumers can eat it after simple processing or even without processing, which is convenient and efficient.
The supermarket of Wushang group launched the prefabricated vegetable business. “At present, there are two main categories, the big meal gift box and the single product single box. Among them, the single product single box has been on sale, and the brand and variety are constantly enriched; the big meal gift box was launched on January 14, covering all kinds of dishes such as braised, fried and stewed.” Ruan Xianjun, senior manager of fresh food purchasing department of Wushang supermarket, said in an interview with Securities Daily.
“A dish can be eaten after heating for more than ten minutes. The price is cheaper than that of a restaurant. It saves both worry and money,” Xiao Li, a post-90s Chinese New Year’s Eve, told the Securities Daily
In the past month, the number of orders for prefabricated vegetables on a takeout platform has increased by more than 50% year-on-year. The reporter searched an e-commerce platform with the keyword “New Year’s Eve dinner prefabricated dishes” and found many prefabricated dish sales links, many of which sell 5000 +, 3000 +, 1000 + a month. On the comment page of a prefabricated vegetable sales store for new year’s Eve dinner, netizens left messages one after another: “family dinner is delicious and labor-saving” “it’s very convenient to see selling semi-finished vegetables. Without the troublesome preparation process, you can easily prepare a decent New Year’s Eve dinner!”
Tianyancha data show that there are more than 69000 prefabricated vegetable enterprises in China. According to industry analysis, the stock of China’s Prefabricated vegetable market is about 300 billion yuan; In the next six to seven years, the market scale is expected to reach 1 trillion yuan and more than 3 trillion yuan in the long run.
Some institutions predict that China’s Prefabricated vegetable industry is expected to become the next trillion catering market in the next three to five years. According to the research report, the scale of China’s Prefabricated vegetable market is expected to reach 340 billion yuan in 2021, with a year-on-year increase of 18%.
Cui Lili said that under the background that the restaurant can not fully recover, prefabricated dishes will be a direction with more development potential in the catering track. At present, the traditional catering industry and other food processing enterprises with central kitchen processing capacity are entering this field. At present, the pain point of industry development should still be in product R & D and quality assurance. First, how to develop convenient and delicious prefabricated dishes instead of the whole network imitation of many R & D companies; The second is how to balance the taste and freshness, so as to ensure the flavor of dishes after semi-processing, and more importantly, to ensure that they do not deteriorate in a certain edible cycle. Prefabricated food is also a relatively new business, but its properties may change after semi-processing, which puts forward higher requirements for the management of food safety in the process. It is suggested to set corresponding threshold requirements for the qualification of prefabricated vegetable enterprises, and on the other hand, strengthen the daily random inspection and sampling mechanism to ensure that the industry as a whole has a good reputation in front of the market. This will be conducive to the future sustainable development of the industry.
